The purpose of market research is to reduce the corporate risk. Being familiar with sociocultural, consumption, competitive, and general trends and phenomena allows companies to implement timely and rational actions, planning their strategic choices and proper resource allocation.

• Customer satisfaction
• Customer retention levers
• Reasons for lapsing (brand, product, service, point of sale...)
• Triggers for purchasing / not purchasing
• The evaluation of the company’s position
  among competitors
• The evaluation of new business opportunities
• The potential of a new product
  and of its positioning
• The analysis of a brand/product image
  as perceived by customers
• The effectiveness of an advertising campaign
  and a promotional action
• The company climate and the level of motivation
  (employee satisfaction)
• Opinion surveys within the company

• Creatively-oriented focus groups (concepts generation)
• In-depth clinical interviews
  (evaluation of the actual situation / suggested alternatives)
• In-depth face-to-face interviews
• Personal interviews (at home, in the street, in the point of sale, etc.)
• Computer-aided phone interviews
• Desk and data-base surveys
• Mystery Client (purchase simulation, service simulation, observations in the point of sale, phone simulation)